The Evolution of the B2B Enterprise
Earlier this week reader Ben Hill emailed me a question:
“I have observed that companies that have a primarily B2B model are diminishing. The old B2Bers that are adapting to reach their B2C market segments are the ones that seem to be surviving. The companies that are strategically targeting the B2C as a part of their core business are actually growing. Am I wrong about this? If not, am I the last one on the planet to recognize this?”
I think Ben makes a good point about B2B companies seeing growth by targeting end users directly. However, that doesn’t necessarily mean that they’re eliminating channel partners. In many cases the relationship is evolving to take advantage of new technologies and create a win-win for everyone involved. When I mentioned this to him in my reply, he agreed.
What’s your opinion on the evolving B2B organization?
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